One of the most important instruments in economics is the sharia market which offers alternative investment options in accordance with Islamic sharia principles. The purpose of this study is to explain the concept of the Indonesian sharia market, the mechanisms involved, and the potential and challenges faced during its development. The method used in this study is a literature study using qualitative descriptive analysis, namely analyzing various factors, laws, and current developments related to the sharia market. The findings of this study indicate that the Indonesian sharia market has experienced significant growth due to stricter regulations from the Financial Services Authority (OJK) and the National Sharia Council-Indonesian Ulema Council (DSN-MUI). However, there are still several problems in this market, such as the lack of public understanding of sharia principles and gaps in available sharia products. Nevertheless, the Indonesian sharia capital market has a lot of potential, including the ability to increase public awareness of sharia investment and the various investment products available.

Sharia fintech is a technology-based financial solution that integrates sharia principles, such as the prohibition of usury, gharar, and maisir. The use of sharia fintech in Indonesia is growing, especially in supporting micro, small, and medium enterprises (MSMEs). Sunanti Electronics Store, which serves the majority of Muslim consumers, has the potential to utilize sharia fintech to increase its sales. This study aims to analyze the strategy of implementing sharia fintech in increasing sales at Sunanti Electronics Store. The method used is a descriptive-analytical approach with literature reviews and secondary data. The results of the study indicate that the implementation of sharia fintech through the murabahah financing scheme, sharia e-wallet, and sharia crowdfunding can increase customer loyalty, expand market reach, and create operational efficiency. However, the challenges faced include the lack of sharia financial literacy and limited digital infrastructure. For this reason, cooperation with sharia fintech providers and education for consumers are needed so that this implementation can run optimally. Sharia fintech is not only a transaction tool, but also an effective business strategy to increase competitiveness and business growth based on Islamic values.